15.
what people are willing to give up to keep our smartphones willing to exchange for internet usage on smartphonebeer chocolate superbowl tickets high heels cable43% 36% 34% 26% 20% Source: The Mobile Movement Study, Google Ipsos OTX MediaCT, April 2011 Base: Smartphone Users (5013) Q: Which of the following things would you be willing to give up for an entire month, in exchange for continuing to use the internet on your smartphone? 15 Google confidential

18.
9 out of 10 searches take action as a result of a smartphone search Actions Taken As a Result of a Smartphone Search 59% Discuss Continue 67% Research Visit a 68% Business 53% PurchaseBase: Smartphone Users Who Use Search (4902).Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone? 18 Google confidential

19.
apps and sites are visitedmobile applications Number of US Smartphone users 13+ who have used Mobile Browsers / Apps (millions) 58.9 57.1 63%+ • Search is the most popular usage of mobile browsers • 82% of US smartphone users have 35.0 35.0 used a browser Mobile Apps Mobile Browsers Feb 2010 Feb 2011source: comScore MobiLens Audience Profile, and MobileLens Trend, # of US Smartphone Users 13+who have used non-native Mobile Apps / Mobile Browsers (MM), February 2010 vs February 201119 Google confidential

23.
understand your mobile trafficuse web analytics to find out what people want while on the go Percentage of mobile visits to your site • Which devices and carriers are visiting your site • Mobile consumer behavior • Which keywords consumers are using to find your site23 Google confidential

24.
manage your customer mobile experiencewith optimized mobile sitesmobile users hold grudges • 61% of users are unlikely to return to a mobile site they had trouble with. • 40% said they’d visit a competitor’s mobile site instead. • 51% of consumers are more likely to purchase from mobile-specific sites Source: Gomez, “Why the Mobile Web is Disappointing End-users.” March 2011 Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 201024 Google confidential

33.
don’t forget about tablets! A Large Retailer Separated Out iPad Campaigns, Driving Traffic To Their Desktop Site ✓ $1.7M in e-commerce revenue over six months ✓ Average order values 26% greater than desktop ✓ Conversion rates 31% greater than desktop 41% cited shopping as a reason for buying an iPad33 Google confidential